Buyers’ Satisfaction with Suppliers’ Economic and Relational Attributes and Its Impact on Commitment and Behavioral Intentions of Buyers in the Beauty Product Industry

One of the main limitations in the B2B literature is the lack of a clear understanding of buyers’ satisfaction with multiple aspects of suppliers’ relationship performance and buyers’ commitment and behavioral outcomes. To date, little research has been conducted on this topic. To fill this important gap, we investigate economic and relational attributes, two key dimensions of suppliers’ relationship performance, and their effect on buyers’ behavioral intentions through the mediating mechanism of commitment in the beauty product B2B market. Our results indicate that while both economic and relational satisfaction significantly influence affective and calculative commitment, relational satisfaction has a substantially stronger effect on both forms of commitment. The mediation analyses further validate the central role of buyer commitment, showing that both economic and relational satisfaction exert their influence on purchasing and switching intentions primarily through affective and calculative commitment, with affective commitment consistently yielding stronger indirect effects. We discuss theoretical implications for understanding relationship mechanisms in B2B contexts and offering managerial guidance for strengthening buyer – supplier relationships.